ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective...
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Women often make more of a household’s trips, yet women make half the number of bicycle trips that men do. Women are often referred to as the ‘indicator species’ when it comes to determining how accessible bicycle is in a community. How to get more women biking, enjoying it and feeling safe and confident? Marketing and campaigns directed specifically at women can help. Effective programs and marketing engage people and lead people to make different transportation choices. They can provide a huge ‘bang for the buck,’ if done well and can lead to lasting change. But it’s not easy to shift public perception or change habits. What is the secret? What can programs, marketing and campaigns for active transportation learn from recent research and commercial marketing to be more effective? How do you avoid preaching to the choir and reach diverse audiences in meaningful ways? Do programs and marketing that target specific audiences, such as women and women of color have better results? Walk away from this session knowing the top 5 things needed for effective programs and marketing and a solid return on investment argument for funding programs and marketing, and a toolkit.
Transcript of ATS14- It’s not just fun and games – women on bikes: targeting specific audiences for effective...
Free Clinics
• Bike fit• Gear • Route planning• Laws • Shop by bike• Shifting• Flat tire repair• Maintenance• Winter riding• 1.5 to 3 hours
Be Your Own Champion
• Parts of a bicycle and how they operate
• Basic upkeep• Flat tire repair• 3 hours• Hands on practice
Presenter
Presentation Notes
The maintenance clinic has the highest attendance with about 35 women at each clinic. They bring their own bikes to work on. I have a local shop mechanic talk about the different parts of a bike and how they work. What type of basic maintenance to do in order to upkeep their bikes, and then we demonstrate flat tire repair. The women then go out, flip their bikes over and start practicing.
Guided Bike Rides
• 5-12 miles• Bike handling skills• Difficult intersections• Fun and social• Hands on experience
Presenter
Presentation Notes
The rides are a chance for the women to practice riding skills, such as navigating with traffic, gear shifting, and starting back up from a stop. When designing the rides I promote the bike lanes and boulevards, multi-use paths, and places of interest like local businesses, parks, libraries, heritage trees, public art, and community gardens. One of the things the women love is the casualness of the rides: there is a lot of chatting going on, laughter, even singing and cheerleading.
Ho w wo uld yo u d e scrib e yo urse lf a s a b ike rid e r?
9% 1%
41%
49%
Strong and Fearless - I willride on any street
Enthused and Confident - Ilike to ride but only on lowtraffic streets or in bike lanes
Interested but Concerned - Iwould ride more but amscared to be on the street
Not interested in riding
How o fte n d o yo u rid e ?
0%
10%
20%
30%
40%
50%
None 1-2 days a week 3-5 days a week everyday
Why d o yo u rid e ?
0%
20%
40%
60%
80%
100%
health/fitness errands commute towork
social set a goodexample
ride with apartner
B a rrie rs to B ic yc lin g
Barriers to Bicycling
0 25 50 75 100
Time & Distance
Weather
Safety
Infrastructure
Kids
Other
Clothes & Gear
Convienence
Riding Buddy
Facilities
Topography
Health
Number of Responses
Types of Rides Wanted
0
50
100
150
200
aroun
d town
long dist
ance
educ
ational/
themed
tourin
g/cam
ping
traini
ng rid
esfam
ily frie
ndly
mountai
n bikin
g
get to
anothe
r acti
vity
2ndChoice
1stChoice
Types of Clinics Wanted
0% 20% 40% 60% 80% 100%
quick tune-ups
derailleur fixes
brake pads/cables/housing
hands-on flat tire
bike touring
hill climbing
laws
winter riding
shop by bike
shifting
cyclocross
commuting
road racing
learn how to ride a bike
track racing
bike train at school
